Ford just announced their new Bronco this week, and I have to say I’m really admiring the look of it. As much as everyone claims they want a bare-bones model with no features at all, nobody would buy one, so the packages start at $28K and go top into the 60’s. I’d assume these will be $10K above list price for the first couple of years, as Ford pretty much knows they’ve got a winner on their hands. As long as they don’t fuck it up too badly, I see these selling like hotcakes.

My personal preference is for either the base-level model with 2.3 liter engine and 6-speed manual (the only way I’d buy one of these, frankly, is with a manual) or the next model up (the “Big Bend”). Optional packages would give us some features we’ve never had in a vehicle: two-door lock and unlock functionality, 110V/150W AC power outlet, ambient footwell lighting, dual-zone electronic automatic temperature control, and heated front seats, among others.

In other Bronco-related news, Hemmings just ran an article about Ford’s attempt to redesign the Bronco in early 1971, and it’s fascinating to look at the pictures of what could have been and where they were looking for inspiration. They started with something that looked great to begin with and generated some of the ugliest redesigns I’ve ever seen. Nothing about the new concepts feels balanced, looks attractive, or works with any of their design cues from that era; the initial sketches have some of the DNA of the full-size trucks but as they looked at the competition (there’s a Scout poster in one of the photos, and later clay models are posed outside with a Range Rover and a Scout in the background) they smoothed the edges until it became a bland stick of butter. The grille treatments alone make me want to barf. They couldn’t figure out how to finish anything behind the A pillar—all of the tailgates look like dogshit—and the side profile looks smaller and more station-wagony as they go. I was always a fan of the 2nd gen Bronco (using the cab of the full-size pickups) so they eventually landed on their feet, but this is a horrifying could-have-been.

Date posted: July 18, 2020 | Filed under Design, Inspiration | Leave a Comment »

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